Else Beekman
A growing number of British tourists are turning away from Spain this summer, raising concerns across the country’s tourism sector. A recent UK study points to rising prices as the main reason why Spain is no longer the top choice for many British holidaymakers.
A recent piece in the Daily Mail highlights research by Virgin Media O2, revealing that travel from the UK to Spain has dropped by 9% compared to last year. Instead, more British holidaymakers are heading to destinations like Canada, the UAE, Thailand, and Australia, which appear to offer better value or a change of scenery.
These findings echo an earlier warning issued by the travel agency Destinia at the start of the summer. The agency reported a 5% decline in bookings from the UK. Furthermore, it noted a growing shift towards more affordable alternatives like Greece and Turkey.
“The British market, traditionally a cornerstone of Spanish tourism, especially in destinations such as Barcelona, Mallorca, Madrid and Salou, is shifting towards countries offering better value for money,” said Destinia in a statement.
Cost pressure pushing tourists away
One of the main factors behind the decline appears to be the significant rise in travel costs. According to Destinia, international visitors to Spain are now spending 20% more than in 2023. The average spend per person per night has increased from €61 to €73. The agency also reports a 15% drop in overall bookings compared to last year.
Last year was a strong one for Spanish tourism. According to Spain’s National Statistics Institute (INE), 18.3 million British visitors came to the country in 2024. That meant an increase of 6.6% compared to the year before. Together, they spent a total of €22.6 billion. The UK remained Spain’s biggest tourism market, contributing to a record 93.8 million international arrivals overall. Total foreign tourist spending reached €126.3 billion.
British tourists abandon Spain as costs and concerns escalate
Even so, the decline in British visitors this year has raised eyebrows. British media are reporting growing frustration among travellers, particularly over rising costs and new local taxes.
UK press voices holidaymakers’ frustrations
British newspapers The Mirror and The Sun recently featured complaints from UK holidaymakers, citing high prices and new tourism taxes in regions like the Canary Islands.
“I used to love Spain, but I haven’t been back since the tourist tax was introduced,” one traveller said, adding that holidays now cost up to £2,000 per week.
Another commented: “It’s the last time we pay €10 for a gin and tonic and €12 for a large glass of white wine.” Once-affordable destinations like Magaluf, they claim, are now out of reach for many.
In Express, Dimitris Manikis, European director of Wyndham Hotels & Resorts, explained that many British tourists are adjusting their travel plans to avoid peak summer prices and heat. “More are now choosing to travel between September and November,” he noted.
The changing profile of British tourists in Spain